In the past several years media products for babies, toddlers, and pre-schoolers have steadily increased. Wanting the best for their children, parents are turning to videos like Baby Einstein and computer programs like JumpStart Baby in order to give their children a developmental edge. This month Sesame Street joins the bandwagon with a two DVD set called Sesame Beginnings. The growth in this market comes despite the concerns of medical and developmental professionals alike. The American Academy of Pediatrics recommends no screen time for babies under age two, and no more than 1-2 hours a day of high quality educational screen media for children ages two and older. The rationale behind the Academy's recommendations is that early childhood - particularly the first 24 months of life - is a critical time for the development of children's brains. The types of activities the baby engages in and the stimuli provided in the baby's environment are thought to be critical elements in that process. Most parents are unaware of the Academy's recommendation and those who are not sure what to look for in "high quality educational" screen media. Therefore they often succumb to hyped marketing claims and the media appetite of their children.

Recent research by the Kaiser Family Foundation reported that 68% of all children under two use screen media (59% TV, 42% video/DVD, 5% computer, 3% video games). On average these children spend two hours and five minutes in front of a screen. According to their parents, 43% watch TV every day, and one-quarter have a TV in their bedroom.

Sesame Street's rationale for entering the under two market is that since children under two are already watching TV they are being responsible by providing content designed for this particular age group (Sesame Street's current television programming is designed for older children). Cynics say the rationale is to sell products and promote the Sesame Brand. To their credit Sesame Street has partnered with Zero to Three - national, nonprofit, multidisciplinary organization whose mission is to support the healthy development and well-being of infants, toddlers and their families - to create "Sesame Beginnings." But herein lies the tension. Is it good form to develop resources that are more appropriate than what currently exists but admittedly fall short of an ideal? The Campaign for a Commercial-Free Childhood - a national coalition of health care professionals, educators, and advocacy groups - says no. They liken the issue to another context - many toddlers drink soda, should we then encourage them to drink soft drinks that are slightly less sugary than other soda or should we try to educate all parents about proper nutrition for young children.

All concerned agree that parents should not plop their infant unattended in front of a television set and everyone realizes that parents of infants do that from time to time - say, when they have to go to the bathroom! The Sesame DVDs are not meant to be a "baby-sitter," in fact they are designed to encourage parent-child interaction - the very interaction that does not require and is typically stagnated with the introduction of media.

So what's a parent to do?

My recommendation is, if you are going to buy Sesame Beginnings, buy it for yourself. Watch it and then do the type of activities you see on the screen with your child . . . without the TV on!

Rich Batten is the father of four, a certified family life educator and the family and consumer science agent for the Colorado State University Cooperative Extension Office in Douglas County Colorado. For more information on this or other family related issues visit www.douglascountyextension.org and click on Featured on the WB.